Wesson Mother’s Day
Mother’s Day Campaign
Agency: Manic Pixie
Challenge
Amid economic uncertainty and daily pressures, many millennial moms feel isolated in their busy routines. Wesson sought to build emotional relevance with these moms during Mother’s Day by positioning the brand as an ally in creating meaningful connections through food.
Insight
Motherhood often feels lonely, with limited time or energy to nurture friendships or community. Food is a universal connector—reminding moms they’re part of something bigger, creating micro-moments of connection beyond major occasions.
Idea
“Moments of Connection” is an emotionally driven campaign celebrating the real, raw moments of motherhood and the power of food to bring people together. As the first step in any meal, Wesson cooking oil becomes an enabler of these shared experiences.
Execution
The campaign rolled out across Connected TV, YouTube, and Meta social platforms, combining cinematic video storytelling with behind-the-scenes photography to complement social content and deepen relatability. Art direction focused on authentic, documentary-style visuals capturing intimate moments of mothers connecting with family and friends.
Results
Met with strong client praise for its emotional resonance and cultural relevance. The campaign reinforced Wesson’s role as a trusted brand supporting moms beyond the kitchen.
:60s
A recipe-focused Instagram Story Reel as part of a broader Mother’s Day campaign. Leveraged behind-the-scenes stills to craft an authentic, visually cohesive narrative that complemented the paid ad strategy. Focused on warm, homey tones and natural textures to evoke the emotional core of the campaign—celebrating the love and care at the heart of every homemade meal.
